Here we are again, the last post for this class, the semester is just about over. The assignment this time is to take an ad, break it down into the basic design elements, and then create an ad that would go with the original ad. There is so much that goes into designing an advertisement, let alone constructing one, it was a challenge for me to come up with something of my own. So, for the last time, lets delve into what I designed and why I did what I did.
Here’s a brief introduction to the product. What I chose to advertise is a serger. This particular serger is by Baby Lock, and the model is an Ovation. This particular serger is a big step up from a basic serger, but when your going to dream, you might as well dream big, it would be cool to have one of my own. For those who don’t know what a serger does, it finishes off fabric, giving it a clean look, and keeps it from unraveling. (A seam finish.) Take a look at the inside bottom of your tee-shirt, more than likely it was surged, then sewn down.
My targeted audience is the sewing public. Again, gender isn’t much of a factor as both men and women sew. Age on the other hand is a bit more of a factor. This is a costly machine, so I don’t expect to target many of the younger sewers, this is just way out of their price range. So, more likely I will be targeting people over 20 years old. Now that’s not to say that younger people wouldn’t want it, but just that they wouldn’t want to spend their money on it.
The ad and the pictures I used in designing this were all obtained from Google’s free use items. All except the Baby Lock logo and the later picture of the Ovation. The logo was found on Google, but not in the free use area, there weren’t any to choose from. Lastly, the later picture of the ovation with multicolored thread was taken by me, with permission from the owner of the sewing shop.
This slide is an introduction to the Baby Lock ad. The curtain and the Baby Lock logo can be found on Google. I chose this curtain because of a different Ovation ad and I liked the blue background. The whole appearance gives you the feeling like you are looking at it on a stage. The stage theme is a play on the model type, Ovation.
Basic Design Elements
The color scheme for this Ad is pretty simple, basically two colors. The blue that is used on the make and model of the machine and the spools of thread, and the white of the background and machine it’s self. Even though there is a little color in the background, it is blurred and blends into the background.
The contrast for this ad is also simple, dark vs light, or the dark blue of the make and model and thread vs the white of the background and the machine. Doing this made the title and the machine stand out against the background, it pops. One contrast I failed to mention is the size and style of the lettering on the page, you have big and small, as well as plain and script. The manufacture of this product wants your attention on the machine, hence the size of the lettering on the make and model are very large.
This is a simple ad, but there is repetition in it. The use of pretty much two colors, the same font was used in both the make and the slogan on the bottom, just different sizes. The logo for the company is also used several times. In doing this, they tied all the components together.
We see several things that the designer of this ad did in regards to alignment. First off, the make and model are aligned with the logo and the slogan. To go a little further, you see that the Ovation is centered under Baby Lock, and the Baby Lock logo is centered over the slogan, a mirror image of the justifications. One last thing, the serger it’s self is centered in-between both of them. This, in my opinion, brings those components together, associating them with each other.
The previous slide leads into this slide, proximity. The make and model are together, in the header. This lets people know that the manufacture, Baby Lock, made the Ovation. At the bottom of the page you see the logo for the company, and the slogan, mentioning sewing. With this, you understand that Baby Lock makes sewing products. The serger is positioned between the two, letting you know that it is that serger the ad is talking about. One last thing, I don’t mention it much, but the background in this ad, it is unfocused and very faint. What it looks like to me is a sewing room, however it is in the distance, where as the serger is in the foreground, suggesting that no sewing room is finished until you have this particular serger.
Introduction to my ad
So, now we are coming to the ad I created. To keep everything consistent, the title page is identical to the title page of the original ad, and the break down of the design elements are also in the same order, it makes the whole thing flow.
Basic Design Elements
Starting off with color again, the background is white instead of being all blue, but I did put a blue box around it. I did this for several reasons, first to draw your attention to the fact that we are now discussing my ad and not the company’s ad. I also did this because I didn’t want the ad I made getting lost in the blue curtain.
Again, the curtain, the woman, the dress dummy, the table, and the Baby Lock Logo, came from Google’s search. The picture of the Ovation is mine, I took it with the store owners permission.
Delving into the new ad, you see the same blue curtain in the background, tying it into the original ad’s blue header and spools of thread. What I added on my own was red, the red of the woman’s sweater. I think this made the ad pop just a little more. What I was going for in this, was to mimic the original ad but throw in something of my own.
White was also mimicked from the original ad, in the table and font. I also brought in some muted and unfocused colors, with the dress dummy, which is mimicking the background of the original ad.
My ad has the same contrast as does the original ad. The very dark blue vs the white. I tried to keep the contrast about the same as the original ad, but again, I did throw in the red sweater. All three of these colors contrast with one another, are very different in color, but all work together nicely.
I also repeated some of the components from the original ad. The font is the same bold block white font. Something I didn’t mention in the original ad, is that the font is the same style as the Baby Lock logo. Speaking of logo’s, my ad has the same two logo’s, one on the machine and one off on it’s own. I have to admit that I struggled with where to place the logo, to make sure it tied into the ad and wasn’t left standing by it’s self.
I too used a table in my ad, but my table is round where as the original ad it is rectangular, but both are white and serve to hold the serger. However, this is a pedestal table, and to play on words, I put the serger on a pedestal, to stand out. The last thing I did to repeat some design from the original, was to have the dress dummy with an outfit to mimic the background of the original ad.
In my ad, I used repetition in both the font and colors. I tried to keep it as simple as the original ad.
My alignment is also mimicking the original, being left justified with the slogan, table, and logo. All three of these things also line up with one another. The alignment was done this way for a reason, and I will get to that reason in proximity.
Proximity is going to sound a bit like alignment. I took the components of the original ad, everything being on the left, and used it in my ad. Also, the dress dummy is sitting behind the serger, to tell the buyer that this professional dress came from that machine. There is a little difference in the proximity though, in the original ad you see the serger centered between the header and logo, but I didn’t do that with the woman. Now here’s my reason for this. To play on words, using the model of the machine, Ovation, the woman is standing in front and off to the side, giving the machine a standing ovation. In real life, we don’t stand next to the actors on the stage, we stand back.
The New Ad
Now putting it all together in one ad, I used the same components of the original ad but modified them just a bit, and used a play on words. The idea behind my ad was to start off in a room that was empty, displaying a machine that has potential. The next slide shows that potential, on a stage, having created a dress that looks professional, and someone is clapping for a job well done. The goal I had was to let the public know that they too could produce this quality of work, if they had this serger.
So, you see that both the ad’s used the same basic design elements, just in a little different way. I hope you found this ad fun, I know I did. I enjoy sewing and it was fun to work with a product that I would want for myself.